October 2016 • Country Life in BC Whistler farmers’ market supports local growers by FRANYA JEDWAB
WHISTLER – BC farmers markets are playing an increasing role in helping producers grow their businesses. The Whistler Farmers Market is one such market that is having
exceptional results for a variety of vendors – from artisan crafters to food crafters and producers.
“The role of farmers markets providing the access and promoting the availability of locally produced goods is a little underrated,” Whistler
DIVERSITY IN FARMING
important diversified part of a diversified economy and local government is starting to realize that as the ups and downs of the Whistler economy come home to roost here, and we still have farmers going strong and more
farmers coming in when they can. It’s pretty obvious that farming is a good way to diversify,” says Helmer.
Prices rising
While land prices are still significantly
Anna Helmer
lower than the Fraser Valley (about $15,000 per acre), they are still rising as more people discover the spectacular landscape and recreational opportunities of the area. “Land prices are increasing; it seems like even in the last couple of months, the bubble has been developing and those values are being set by
Farmers Market manager Christopher Quinlan told the Investment Agriculture Foundation (IAF) board during a tour of the area earlier this year. The Whistler market exploded after it began 22 years back with “three hippies with some veggies, a tent and the occasional jeweler.” There are 18 Sunday markets in its season with a high season beginning in July. It is one of BC’s larger farmers markets, hosting up to 94 vendors and sprawls through the pedestrian village of Whistler Blackcomb. Potential
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factors other than what they can produce,” says Helmer. “I know it’s a Shangri-la and people want to be here. I played a big role in bringing them here in the first place to see how
beautiful it is,” she says,
referring to her role in starting the Pemberton Slow Food Cycle Tour. “I guess my hope is when people come here, they’ll say ‘Oh man, I really wish my food came from here.’”
“Then when
and if food gets too expensive from other places, they’ll turn to Pemberton and say ‘okay, we’re ready for all that amazing food.’ When that happens I hope we still have enough people growing mixed vegetables and all the other amazing things that can grow here so there is more to offer than just seed potatoes.”
venders go through a juried application process and this past year they had 172 applicants.
In high season, Whistler grows from a population average of 10,000 to 55,000. During this time, the market averages 5,000 to 7,000 people per day.
“It provides a phenomenal point of touch for all of our farmers who provide their produce to locals,” says Quinlan.
As a major tourist destination, the market provides an opportunity for small vendors to showcase their products with customers from all over the world. Consumers have an opportunity to speak with producers, try their products and give instant feedback – a valuable tool for producers as they develop and refine their offerings.
Outgrown the market
A significant number of local businesses have grown out of the Whistler Farmers Market, including Nonna Pia’s Gourmet, an award-winning producer of balsamic reductions. Their business began by bringing 1,000 bottles to a Christmas market, recounts co-founder chef Norm Strim, who started the company with his wife, Natasha, and a bit of help from their children, Georgia and Oliver.
“Everyone else had backlit booths and we had a little sign that my four year-old made with a little Italian flag and one light shining on it, and we thought ‘Oh no, we’re gonna get killed.’”
From there, they grew their business at the market and in 2014, they made an exciting appearance on CBC’s Dragons’
The Whistler Farmers Market has a waiting list of applicants hoping to cash in on local and tourist dollars. (Photo courtesy of Whistler Farmers Market)
Den and were partnered with by Dave Chilton. This year, Nonna Pia’s produced almost 700,000 bottles of product, and next year they plan to produce one million bottles. Chef Norm credits the support of the BC Buy Local program with helping expand their retail presence in Canada. They have also received support from the Canada-BC Agrifoods Export program delivered by the IAF to assist with their upcoming expansion into the US.
The Whistler village community is able to rally around its local producers while giving them a huge
boost with chefs buying produce sold at the market and showcasing it on restaurant menus including the Four Seasons Resort and Fairmont Chateau Whistler. “Farmers markets are a phenomenon sweeping across BC. New businesses get into farmers markets to get the exposure and to get that one- on-one touch with their customers to help develop their product and really build their business plan,” asserts Quinlan. “98% of the vendors that come to farmers markets are at that level to build business and promote products.”
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